基于SWOT分析的临安市农家乐旅游可持续发展研究袁海峰.docx

1、基于SWOT分析的临安市农家乐旅游可持续发展研究袁海峰非手日翱辜丽恻平鬃体男万晕粗nnc丹釜合粤 Zhejiang A&F University Dissertation for the Degree of Master Research on the sustainable development of Linan Happy Farmhouse based on SWOT analysis Candidate: Haifeng Yuan Adviser: Yueqin Shen Professor Associate Supervisor: Honghua Shen Senior agro

2、nomist Specialty: Master of Agricultural Extension Date of Submission: June, 2014 Zhejiang A&F University Linan, zhejiang province, P.R.China June, 2014 I摘要 本研究以临安市农家乐旅游为研究对象，分析临安市农家乐发展历程、特点及其成效，通过适度规模的关键信息人访谈和问卷调查，利用 SWOT 分析方法，分析临安市农家乐发展的内部优势和劣势，外部机遇和威胁，并提出促进临安市农家乐可持续发展的策略。主要研究结论如下： （1）临安市农家乐旅游发展经历

3、了三个阶段：缓慢发展阶段（2003 年以前）、快速增长阶段（2003 年2006 年）和稳步发展阶段（2006 年以后）；其特征：从发展业态上来说，主要分为餐饮型、景区型、休闲体验型和特色型。从发展途径上看，主要分为农民自发创办型、政府导向型。具体做法：积极营造良好发展环境、努力寻求规范经营管理、着力树创特色品牌、重点加强生态环境建设。发展成效：增加农村劳动力就业率，带动农民收入增长；促进农村分工分业，一二三产协调发展；促进农村基础设施建设，提升农民综合素质；促进城乡统筹发展，实现工商资本反哺农村。 （2）临安市农家乐旅游 SWOT 分析：优势：地理位置优越，区位交通便捷；生态环境优良，自然资

4、源丰富；历史底蕴深厚，人文资源荟萃；地方特产丰富，旅游基础坚实；经济发展迅速，市场潜力巨大；扶持力度加大，知名度日益凸显。劣势：盲目无序开发，缺乏科学合理规划；项目开发雷同，重复消费率低；本土文化挖掘不够，发展缺乏后劲；经营理念落后，人员素质不高；宣传力度不足，整体营销缺乏；管理不够到位，产业链有待延长。机会：发展态势良好，宏观环境喜人；居民收入不断增加，休闲度假需求上升；农村建设扎实推进，政策环境日趋良好；工商资本积极投入，市场前景被看好。威胁：大量资本和资源涌入，同行竞争加剧；针对性政策缺失，行政审批繁琐。 （3）促进临安市农家乐旅游可持续发展的对策思路：创新营销策略，拓展旅游市场：创新销

5、售渠道，健全立体销售网络；多方参与，实行品牌化经营。整合生态和文化资源，创新发展模式：寻求长效机制，实现多元发展；做足乡土文章，开发特色产品；加强生态建设，强化环保意识；加大政策扶持力度，提高农家乐组织化水平：理顺政府管理机制，不断加大扶持力度；科学规划统筹，提升农家乐品味；培养人才队伍，提高服务水平。 II关键词：SWOT 分析；可持续发展；农家乐；临安。 IIIABSTRACT Farm tourism in Linan city as the research object,this study analyzes the development process, characterist

6、ics and achievements of it. This study through the moderate scale of key information interviews and questionnaire survey, using the SWOT analysis method, analysis of linan city rural development of internal strengths and weaknesses, external opportunities and threats, and promoting the sustainable d

7、evelopment of city of linan farmhouse strategy is put forward. Here are the main conclusions: Tourism development of Linan City farm has experienced three stages: slow development stage (before 2003), rapid growth stage (2003 - 2006) and steady development stage (after 2006); its characteristics: fo

8、rmat from the development, mainly divided into catering, tourism, leisure experience and characteristic. From the development point of view, it mainly divided into the farmers set type, government oriented. Specific approach: to create a good development environment actively , standardize the manage

9、ment, focus on the tree of a characteristic brand, focus on strengthening the construction of ecological environment. Effects of development: increase the rate of employment of rural labor, farmers income growth; promote the rural division of work and industry, one two three industry coordinated dev

10、elopment; promote the rural infrastructure construction, improve the overall quality of the farmers; to promote urban and rural development, implementation of industrial and commercial capital to support the countryside. The Analysis of Linan Nongjiale SWOT: Advantages:superior geographical position

11、 and convenient transportation ; excellent ecological environment, rich in natural resources; the deep historical heritage, human resource meta; local rich products, tourism foundation; rapid economic development, huge market potential; to support efforts to increase visibility, increasingly promine

12、nt. Disadvantages: the blind development, lack of scientific and rational planning; project development is similar, repeated consumption rate is low; the native culture mining is not enough, lack of development potential; the management idea backwardness, personnel quality is not high; lack of publi

13、city, the lack of overall marketing; management is not in place, to extend the industrial chain. Opportunities: a good development trend, the macro environment is satisfactory; rising income, increased leisure demand; rural construction solid progress, policy environment is good; industrial and comm

14、ercial capital actively, are optimistic about market prospects. Threat: the large capital and resources into, peer competition; the policy deficiency, complicated administrative examination and approval. Measures to promote Linan Nongjiale tourism sustainable development: The innovation of marketing

15、 strategy, expand the tourism market: Innovation of sales channels, set up a solid sales network; multi participation, implementation of brand management. The integration of ecological and cultural resources, innovation and development mode: seek long-term mechanism, achieve all-round development; A

16、go Tomoonzhang, the development characteristics of products; to strengthen the ecological construction, strengthen the consciousness of environmental protection; To intensify policy support, increase the level of farm organization: rationalize the management mechanism, increasing the support strengt

17、h; scientific planning, enhance Nongjiale taste; personnel training, improve service levels. Key words: SWOT analysis; sustainable development; rural tourism; Linan. 目录 IV目 录 摘要.I ABSTRACT . 1 绪论 . 1 1.1 研究背景. 1 1.2 研究目的及意义. 2 1.2.1 研究目的 . 2 1.2.2 研究意义. 2 1.3 国内外相关研究综述. 2 1.3.1 国外相关研究 . 3 1.3.2 国内有关

18、研究. 4 1.3.3 综合述评. 6 1.4 研究过程和主要内容 . 6 1.4.1 研究过程 . 6 1.4.2 研究内容 . 7 1.5 研究点和研究方法 . 8 1.5.1 研究点 . 8 1.5.2 研究方法 . 8 1.6 研究特色与创新. 9 2 研究的理论基础 . 10 2.1 农家乐相关概念及其特征. 10 2.1.1 农家乐旅游的概念. 10 2.1.2 农家乐旅游的类型和特点. 11 2.2 可持续发展理论. 12 2.2.1 可持续发展的概念和基本要素 . 12 2.2.2 可持续发展理论的基本内涵. 13 2.2.3 可持续发展理论的基本特征. 14 3 临安市农家乐

19、旅游发展历程和成效分析. 16 3.1 临安市农家乐旅游发展历程和特点. 16 3.1.1 发展历程 . 16 3.1.2 发展类型及其特点 . 18 3.2 农家乐旅游发展的主要举措. 19 3.2.1 积极营造良好发展环境 . 19 3.2.2 努力寻求规范经营管理 . 20 3.2.3 着力树创特色品牌 . 21 3.2.4 重点加强生态环境建设 . 22 3.3 农家乐旅游发展的成效 . 22 3.3.1 增加农村劳动力就业，带动农民收入增长 . 22 3.3.2 促进农村分工分业，一二三产协调发展 . 23 目录 V3.3.3 促进农村基础设施建设，提升农民综合素质 . 23 3.3

20、.4 促进城乡统筹发展，实现工商资本反哺农村 . 23 4 临安市农家乐旅游发展的 SWOT 分析 . 24 4.1 优势分析. 24 4.1.1 地理位置优越，区位交通便捷 . 24 4.1.2 生态环境优良，自然资源丰富 . 25 4.1.4 历史底蕴深厚，人文资源荟萃 . 26 4.1.5 经济发展迅速，市场潜力巨大 . 26 4.1.6 扶持力度加大，知名度日益凸显 . 27 4.2 劣势分析 . 28 4.2.1 盲目无序开发，缺乏科学合理规划 . 28 4.2.2 项目开发雷同，重复消费率低 . 28 4.2.3 本土文化挖掘不够，发展缺乏后劲 . 29 4.2.4 经营理念落后，

21、人员素质不高 . 29 4.2.5 宣传力度不足，整体营销缺乏 . 30 4.2.6 管理不够到位，产业链有待延长 . 30 4.3 机会分析. 30 4.3.1 发展态势良好，宏观环境喜人 . 30 4.3.2 居民收入不断增加，休闲度假需求上升 . 31 4.3.3 农村建设扎实推进，政策环境日趋良好 . 31 4.3.4 工商资本积极投入，市场前景被看好 . 31 4.4 威胁分析. 32 4.4.1 大量资本和资源涌入，同行竞争加剧 . 32 4.4.2 针对性政策缺失，行政审批繁琐 . 32 4.5 小结 . 32 5 临安市农家乐旅游持续发展的对策建议. 34 5.1 创新营销策略，拓展旅游市场 . 34 5.1.1 创新销售渠道，健全立体销售网络 .